1. Using the Media

2. Direct strategy, not a “media strategy” Media is not a method for winning Media alone will not determine outcome

3. Who Controls the Media? Two Primary Goals: Make money, promote a political climate Media caters to corporate sponsors- Media is not neutral Secondary Goal: Increase audience

4. When to Use Media? Beginning of campaign: Garner support and prove the campaign can get media coverage Middle of campaign: Embarrass a target

5. Options for Using the Media Events: Media hits, demands Press Conference: “Talking heads” Reporters should absorb the information Speakers stick to three points at most Famous personalities in background if needed Charts *EVENTS AND CONFERENCES: STAGED FOR MEDIA* Press Release: Report an issue, monthly releases Interviews/Talk Shows: Provide guests Get to know producers Letters to the Editor: Most widely read other than front page Short Respond to previously printed articles

6. Options for Using the Media Op-Ed: Write for general interest Longer piece Not a personal complaint Meeting with Editorial Boards: Strength of your argument is of utmost importance Bring research and scholars Bring person with national regard if possible Speak as to why their readers will be interested Send press release Bulletin Boards: Post your message, let name be heard in media building Video Press Release: For Big stories, use your resources Radio Actualities: Provide pre-packaged interviews to stations

7. Media Tips Write a headline: What will the event be titled? Write a media advisory: Who, what, where, when, why, photo op Don’t give too much information Hard news event: Not just important to you New information, new activity People gathering National news link New twist on old story Celebrity speaks on your behalf Think pictures: We write to visuals! Signs, banners with slogans Ensure signs can be seen Buttons

8. Media Tips Be quotable: Speakers should use the same quote Help reporters: Write factual, well-written releases Know the staff: Get to know reporters Only use them when you have news Human interest: Always looking for real people! Luck: “Barring breaking news”

9. Media Tips Control the Event Press table, press greeter Media kits Contact and speaker information Pack a “ media box” including extension cords, bulbs, brochures, flyers, markers, easel Writing Skills vs. Communication Skills Press-friendly web site: Press releases, contact information

10. Media List E-mail blasts Fax blasts Mailing labels Contacts City desks Reporters Student newspapers Religious news outlets Daily papers, radio stations, TV stations, wires Send info 3 to 4 days before the event Follow-up phone calls

11. Preparing Spokespeople Speaker should be a volunteer leader, someone is doing actual work If director is speaking, use leader quotes in news releases Practice questions Use quotable quotes, scripts Use name of organization in answers

12. Writing Press Releases Letterhead: News or News From, logo Heading Name, address, date For Immediate Release or Hold Until For more information contact Write headline Double spaced, no more than 2 pages Lead paragraph should be strong, include dateline Second paragraph should use quotes Third paragraph documents evidence Last paragraph should include contact information For an event or announcement: Media Advisory or News Advisory and include a Photo Opportunity

13. Examples: Good press release and site http://pspca.org/ Great site, press release needs work http://www.curecvsnow.com/blog/2009/02/what -do-we-want-condom-access.html City paper video- protest example